As advertisers in the Arab world, more particularly in a multicultural society such as Dubai, we are faced with the task of bridging the gap that exists between one language and culture and another in order to preserve the communicativeness of advertisements. Be it those that are translated and adapted for international brands, or local brands that need to reach a cross-section of consumers that are multicultural to say the least.nbsp; Armed with an understanding that communication varies to a certain degree between individuals within the same culture and the same society, we find ourselves in a place that includes individuals with different cultures and languages and no similarities at all; communication becomes more challenging as we are talking about people of completely different cultures, languages, environments and religious beliefs. Standardization of international advertising campaigns across cultures is likely to be unsuccessful in this case. Not only because of the huge differences already existing between the two languages and cultures, but also from the different strategies used by copywriters incorporating various elements of humor, irony, persuasion, taboos (sexual connotations), and sarcasm which are aimed at particular audiences. The translation of the work is then determined by the understanding of the creative mind implementing the adaptation into the target language. The translation of advertisements, involves not only interpreting dimensions of the text, but also an understanding of forms of communication within cultural contexts and how they produce meaning for it to be successful. As a result localisation of advertisements through dynamic translation according to the characteristics of the local market, will likely give the best results for successful cross-cultural advertising.
When adapting or translating ads we should take into consideration:
(1) Translation does not always ensure that every word used in the target language is equivalent to every word used in the source language.
(2) Translation does not ensure that the target reader from a different culture will have the same experience as the source reader.

On this basis, we do not aim to claim a 100% translation, but a translation where we are able preserve the real meaning and create a similar experience. To do that it is necessary to have more than a simple grasp of both the target and source language, but also a thorough understanding of the languages and cultures of the source ad and target market. In essence, reaching a point in the result where it does not sound like a translation. Rather than trying to reach a formal (or literal) equivalence where attention is focused on the words, we should aim for a dynamic equivalence. To illustrate the idea of dynamic equivalence, we can use an example of poetry shall I compare thee to a summers day. An Arabic literal translation of this sentence causes some problems because in the Arab world, a summer day would be very hot and undesirable. So in Arabic we would not use summer’ to compliment and attract a girl, it would be much better to use ‘spring’, unless that person is panning to get a black eye! The environment, and the geographical differences have effects in one way or another on the culture of every society and what is welcome in a particular society might not be in another. With dynamic equivalence we can keep the positive image by substituting ‘spring’. In this case, we are substituting in order to preserve the original message, as well as to transfer the real meaning, yet localize the message to the target audience. Dynamic equivalence can be achieved by alterations, paraphrasing, description, omission, borrowing with some added explanations of the foreign term and substitution of different concept and images, but requires a firm grasp of the languages as well as the culture and locality. Ensuring that these elements are taken into consideration while working on adapting international advertisement at the very least, and most certainly when creating concepts for local brands that need to reach a multitude of cultures in the UAE is one of the keys to successful cross-cultural communication. In recent years, the advent of AI-driven translation tools has revolutionized the field of cross-cultural advertising, especially in diverse environments like Dubai. These AI tools leverage machine learning algorithms and vast datasets to provide more accurate and contextually appropriate translations, significantly improving the outputs of translated advertisements.
AI translations go beyond word-for-word conversion by analyzing context, cultural nuances, and idiomatic expressions to ensure the translated message resonates with the target audience. For instance, advanced AI models can understand and adapt to different cultural contexts, automatically suggesting dynamic equivalences similar to the "spring" vs. "summer" analogy mentioned earlier.
Moreover, AI translation tools continuously learn and improve from user feedback and large-scale data inputs, resulting in more refined and culturally sensitive translations over time. This iterative improvement means that AI can help advertisers achieve dynamic equivalence more efficiently, ensuring that the translated advertisements preserve the original message's intent and emotional impact while being tailored to the target culture.
Integrating AI translations into the localization process offers several advantages:
Speed and Efficiency: AI tools can process and translate large volumes of content quickly, allowing advertisers to keep up with the fast-paced demands of the market.
Consistency: AI ensures uniformity in translations, maintaining a consistent brand voice across different languages and cultural contexts.
Cost-Effectiveness: Utilizing AI reduces the reliance on manual translations, leading to cost savings while maintaining high-quality outputs.
Scalability: AI can handle multiple languages and dialects, making it easier for brands to expand their reach across various regions without compromising the quality of their message.
While AI translations are not without their limitations, such as occasional context misinterpretations, the technology's ongoing advancements and the incorporation of human oversight can mitigate these issues. By combining AI's efficiency with human expertise in cultural nuances, advertisers can achieve the optimal balance in cross-cultural communication.
In conclusion, AI translations represent a significant leap forward in bridging linguistic and cultural gaps in advertising. By embracing these tools, advertisers in multicultural societies like Dubai can enhance the communicativeness and effectiveness of their campaigns, ensuring that their messages are both accurately translated and culturally resonant.
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